Not only did Facebook have a totally tubular year in mobile — one of its biggest mobile products, Instagram, has doubled its user base since the beginning of 2013 to more than 200 million active accounts.

Facebook didn’t launch Instagram ads right away. It waited until the end of 2013 to do so and only partnering with brands that already had a strong organic Instagram presence. Today, brands recognize Instagram as the best platform for building out a social media presence.

Facebook will continue to “move slowly” with Instagram ads and ensure users’ comfort with commercial, sponsored content on the platform, said a company rep during Facebook’s quarterly earnings call today.